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Relationships are built on trust. You do what you say you are
going to do. You show up when you say you are going to show up.
You respect boundaries.

While that's true for your friends and lovers, it's also true for
your customers. Brands these days have more access than ever to
customers' personal information – and a new survey by marketing tech company SDL reveals
two-thirds of adults are concerned about how marketers use that information.

The thing about trust is that while you can work a lifetime to
earn it, it can be completely lost in an instant. Four out of
five respondents said they would be more likely to give their
personal information to a “trusted” brand, according to the
survey, which involved surveying 4,000 consumers in the U.S., the
U.K, and in Australia.

“Marketers and brands need to earn that trust to be successful.
They need to ensure the customer data they use translates
to a better experience for their customers and give customers a
compelling reason to share their data,” said Mark Lancaster, the
CEO and founder of SDL in a statement. “Marketers that understand
their customers’ privacy concerns and commit to using customer
data judiciously will create a strong customer commitment.”

Older customers tend to be more anxious sharing their personal
information with brands. And while consumers tend to be
comfortable revealing their gender, age and income, the hair on
the back of their neck starts to stand up when consumers ask
about friends, family and Social Security numbers. Also,
customers reported being especially creeped out by brands that
track their in-store movements via their smartphone.